..e5 and ..c5 can both be strong moves if followed up consistently. Usually one of them is necessary to avoid a cramped position. In the given position Black has already played both ..e6 and .. c6, pretty much guaranteeing a lost tempo. Also it is not yet clear that the Black Queen belongs on c7.
In a Kings Indian formation Black hopes for one of six developments.
- If ..e5 is answered by d5 he hopes for a pawn storm on the K-side with ..f5,..f4 and perhaps the g- and h- pawns will join in. Some files may get opened. The Queen may go to g6 via e8. Nh5-f4 is possible
- If ..e5 is answered by dxe5, he hopes for play based on a Knight outpost at d4. The route could be a6-c5-e6-d4 A Pawn on c6 keeps any White piece out of the corresponding d5 square.
- if the Pd4 does does not move after ..e5, Black hopes for pressure on the e-pawn with ..exd4, ..Re8 ..Nf6,..Nc5,..Qc7. Maybe eventually ..Rad8 and ..d5
- If ..c5 is answered by d5, he hopes for a pawn storm on the Q-side with ..b5 and perhaps ..Rab8 and Qb6
- If ..c5 is answered by dxc5,the objective might again be a Knight on d4, with the White Pawns weakened by ..a5-a4
- If the Pawn does not move after ..c5, we can have a Sicilian formation.
This is a very incomplete and sketchy outline of the possibilities and the choice is part personal preference and part what White has committed to. They have to be considered in conjuction with each of the three Bisop placements (e3,f4,g5 and perhaps eventually h6)
The decisive factors in this instance stem from the three weak moves (e6,c6,Qc7) that allow threats
of e5 and c5 to be generated following Bf4. The strength of this move does NOT lie in its strategic ideas, as the OP suggests. In fact generally speaking, f4 is usually the weakest of the three options because it allows ..e5 with tempo. It is the tactical alignments of the Bf4 and the Qc7 , also the Be2 and the Nh5 that give the move its power. At the end of the day White will have strategic advantages, but he will only get them by using tactics that are specific to this particular position.
Sometimes the strength of a player lies in recognizing that the normal rules do not apply. Although my six maxims are the ones that every Kings Indian player must know, none of them apply to this position. The slightly unusual move c5 is the one that has to be seen, and it is enabled only by the combination of three Black errors. These weaken the square d6 and misplace the Queen.